Templatized Email Series
Content Strategist // Copywriter
MODSY, 2017–2021
As a fast-paced startup with a lean team and big dreams, my team at Modsy was always looking for ways to templatize our successes and repeat them at scale. The following email series are a sampling of our top-performing templates that I developed in collaboration with the visual designer and email marketing manager. The overall goal of this effort was to get better results, faster and with less effort required of our scrappy marketing team.
Furniture Sale Round-ups
What: A weekly email sent to customers listing all of the furniture sales taking place across the brand landscape. These emails drove an average 3.5% CTR and $13,000 in revenue (per email).
Key Insight: Customers were often unsure if Modsy honored sales promoted by other brands. This email was designed specifically to communicate that we did, alongside promoting our own sales.
Design Package Pre-Sales
What: A key strategy in our email playbook, we offered package sale discounts timed several weeks before major furniture sales. The key message was that if a prospect bought a design package now, they would finish their designs in time to shop upcoming furniture sales (i.e. they could expect big savings on the furniture they intended to purchase).
Key Insights:
Drive package and furniture sales → By targeting these pre-sale windows, we strategically increased both package sales up front and primed the pump with customers eager to shop upcoming furniture sales as well.
Attract high-value customers → By speaking to upcoming furniture sales (e.g. Black Friday, Labor Day) these sales attracted engaged, high-value customers—people who were ready to shop, rather than people who simply wanted design ideas, which was much more profitable for the brand.
Educational Content Round-Ups
What: Modsy’s longest running email series with the brand’s highest click-through rate for a performance bulk email. Round-up emails were sent to both customers and prospects and featured 3-5 articles from the Modsy blog.
Key Insights:
Most-engaging email series → Drove an average 4% CTR over 5+ years, the strongest engagement metric for a non-triggered/personalized email.
Lightweight, flexible design → The low-fidelity design (which, after a series of AB tests, consistently outperformed more polished options) made the email incredibly easy to set up and did not require graphic design assistance. CTAs could be quickly changed to align towards the target audience (customers vs prospects).
Vehicle for messaging sales → Due to the high open and engagement rates, round-up emails were often leveraged as a vehicle to message on-going sales (see examples below), ensuring more eyeballs on important revenue driving events.
